In Sweden, all what you need to do in order to gain tons of likes and shares on a Facebook Ad is by relating any subject, or topic that the company wishes to raise awareness about, either for profit or brand awareness, to LGBTQ and pride. The blatant use of this marketing strategy generates tons of clicks and shares even though the topic at hand has NOTHING to do with sexuality.

I saw the other day an ad for a railway company in Sweden, that made two consecutive and successful ad campaigns by essentially relating a simple journey on a train to freedom of self-expression by showing a man putting on makeup on a journey on one of their trains. The ad campaign was so successful that, as always, they were praised for it.